What is B2B copywriting?
B2B copywriting is copy written to sell to businesses rather than to individuals. The product might be software, a service, equipment, or a program like employer-sponsored education, and the buyer is someone purchasing on behalf of an organization.
What makes it different
The reader usually can’t say yes. They’re gathering evidence for a conversation with someone else, often several people, so the copy’s job is to make their internal argument easier rather than to close them. Specifics beat enthusiasm, because a buyer needs facts they can repeat to a CFO. And the real objection is usually risk, not price: nobody gets fired for sticking with the current vendor.
Examples
SHI International LinkedIn ads for enterprise IT buyers. The APUS print guide for HR leaders.
Related
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